What happens when a digitally native brand joins forces with a national retailer? Cleancult, a producer of cleaning solutions that eliminate single-use plastics and harmful chemicals, launched on Walmart Marketplace at the beginning of 2022. In only one year, the brand’s products were distributed through more than 3,000 Walmart stores nationwide.
The direct-to-consumer brand faced a unique challenge—penetrating the household cleaning products market that was already dominated by more well-known, national brands. After adopting Walmart Marketplace programs like Walmart Fulfillment Services (WFS) and Sponsored Search advertising through Walmart Connect, Cleancult was able to quickly build brand relevance on Walmart.com and create a baseline of sales and traffic. And that was just the first step in their journey.
What happens when a digitally native brand joins forces with a national retailer? Cleancult, a producer of cleaning solutions that eliminate single-use plastics and harmful chemicals, launched on Walmart Marketplace at the beginning of 2022. In only one year, the brand’s products were distributed through more than 3,000 Walmart stores nationwide.
The direct-to-consumer brand faced a unique challenge—penetrating the household cleaning products market that was already dominated by more well-known, national brands. After adopting Walmart Marketplace programs like Walmart Fulfillment Services (WFS) and Sponsored Search advertising through Walmart Connect, Cleancult was able to quickly build brand relevance on Walmart.com and create a baseline of sales and traffic. And that was just the first step in their journey.
GOALS
Increase traffic
& conversion
Grow sales
Maintain on-time shipping
& delivery metrics
By investing in Walmart Marketplace and taking advantage of the tools that Seller Center offers, we captured the attention of Walmart shoppers and demonstrated there was significant customer demand for our products. This ultimately led us to have products in stores and we are proud to be able to provide the full omni experience to Walmart shoppers.
Ryan Lupberger
Co-founder & CEO
Cleancult
BIG WINS
2x
Twice the conversion rate compared to Marketplace average, with 100% Buy Box win rate
91%
Gold-standard catalog with Listing Quality Score of 91%
A top Marketplace brand in Household Essentials category
3,000
Distribution through 3,000 Walmart stores
A MULTI-PRONGED STRATEGY
MAKING FAST SHIPPING A COMPETITIVE ADVANTAGE
Opportunity
Cleancult looked to leverage Walmart’s logistical expertise and scale to expand their reach and serve customers more effectively.
Solution
- Stored inventory in Walmart Fulfillment Services (WFS) warehouses and relied on Walmart’s shipping services to fulfill customer orders quickly and efficiently, offering customers the fastest possible delivery options
- Reliable order tracking, returns processing and customer service helped Cleancult streamline operations and focus on growing their business
Results:
99% of Cleancult’s orders were delivered to customers within 2 days
Source: Walmart first-party data; April–December 2022.
QUICKLY ESTABLISHING BRAND AWARENESS AMONG NEW CUSTOMERS
Opportunity
Cleancult saw an opportunity to increase brand awareness and product discoverability through Sponsored Search advertising via Walmart Connect.
Solution
- Targeted advertising placements in high-traffic areas of Walmart.com allowed Cleancult to promote their products to a wider audience of Walmart shoppers
- Detailed analytics and reporting enabled Cleancult to track the effectiveness of their advertising campaigns and refine strategies over time
Results:
- 67% of total GMV attributed to Sponsored Search advertising with Walmart Connect
- 7.3% average conversion rate on products promoted with Sponsored Search advertising with Walmart Connect
Source: Walmart first-party data; March 2022–January 2023.
DEVELOPING A UNIQUE ASSORTMENT STRATEGY FOR WALMART.COM
Opportunity
Cleancult looked to optimize their pricing and assortment strategy, as well as leverage promotional offers, to drive sales with new customers.
Solution
- After analyzing price points that convert better with Walmart customers, Cleancult introduced new SKUs that now make up 50% of their total sales
- In October 2022, the brand ran an always-on promotion campaign, cycling in 4 different products for Flash Picks* placements each week of the month
*This program is only available by invitation to eligible sellers.
Results:
- 42% more page views month-over-month
- 62% more units sold month-over-month
- Higher sales during Walmart’s holiday Deals for Days sales event
Source: Walmart first-party data; March 2022–January 2023.
Top 3 strategies for brands selling on Walmart Marketplace
Differentiate your products and capture customers’ attention by optimizing your listings on Walmart.com. Make sure to include high-resolution images and detailed descriptions. When 70% of your catalog reaches a Listing Quality Score of at least 60%, you can earn a Pro Seller Badge and get even more exposure.
Offer competitive pricing and fast delivery options with Walmart Fulfillment Services (WFS) to focus on providing the best possible customer experience. Ultimately, you can build a loyal customer base and establish your brand as a trusted name on Walmart Marketplace.
Put your product at the head of the pack with high visibility Sponsored Search advertising from Walmart Connect. You can reach motivated customers searching for products like yours using data-driven optimization techniques and increase the chances of making a sale.
